創新擴散理論模式之應用－以MP3隨身聽產業為例

The Application of Innovation Diffusion Model-A Study of the Portable MP3 Player Industry

10.6382/JIM.200704.0027

李銘尉(Ming-Way Li)；蔡錦裕(Chin-Yu Tsai)

創新擴散模型 ； MP3隨身聽產業 ； Innovation diffusion model ； MP3 player industry

資訊管理學報

14卷2期（2007 / 04 / 01）

27 - 48

繁體中文

創新擴散在數位經濟面臨新的挑戰和機會，在MP3隨身聽市場，並沒有足夠的證據加以預測成功的擴散和採用率。本研究應用創新擴散理論去調查影響MP3隨身聽採用的因素。 我們發現本研究採用的模型在解釋能力上優於村本擴散模型以及修正的擴散模型。研究結果顯示價格、廣告支出和消費者重覆購買因素都會有效的影響台灣MP3隨身聽市場的銷售。 我們認為此本研究此模式在理論與實務方面對MP3隨身聽消費者的採用過程獲得更佳的瞭解有重要之意涵，研究結果能提供未來洞悉MP3隨身聽之行銷策略。

The digital economy poses fresh challenges and opportunities for research on modeling diffusion of innovations. In spite of promising forecasts, successful diffusion and adoption rate are no longer self-evident in the MP3 player market. This study applies innovation diffusion theory to examine the factors that influence the adoption of MP3 Player. We found that the model we adopted for the current research exhibited better interpretive results than either the base diffusion model or the modified diffusion model. It shows that factoring in pricing, advertising expenditures, and other variable combinations as well as consumers' repetitive purchasing data can effectively enhance the model's predictive ability of sales for portable MP3 players in the Taiwan market. We believe that the model and the research that supports it has important implications for both academics and practitioners in gaining a better understanding of the process for adoption of MP3 player by consumers. The results may provide further insights into MP3 player marketing strategies.

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